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TEAM DNA
2018.05.01 Project Research Deisgn
Contents
I. Concept Statement
II. Research Design
III. Data Analysis _ Survey
IV. Possible persona
V. Possible Models _ Ads manager
VI. Further Research Plan
Mechanisms and Social, Cognitive Influence of
Digital Analytics and Algorithms
Applied in Commercial Services
Title of the study
“
02
Study Description and Objective
to understand
the process and influence of
data analytics and algorithm
to deduce
the most efficient tracking
mechanism for a specific target base
to suggest
an improved approach
03
Subject of the Study
Single-person
Households
In their 20-30s
04
Research Design . Methods 05
Survey
In-depth
Interview
FGI Observation
Diary
Study
Research Design . Methods 06
Online.
Google form. n= 33.
to understand general
behavior/attitude
From the survey.
+/- users. n= 4-6.
Deepen the understanding,
Listening to both sides.
Recruited independently.
Heavy users. n= 4-6.
Earn meaningful insight.
Testing out possible models.
Survey In-depth
Interview FGI
Data Analysis . Demographic 07
Data Analysis . General behavior 08
Data Analysis . Online/Mobile Shopping behavior 09
Integral to living
Clothing, cosmetics, food,
living staples
Data Analysis . Online/Mobile Shopping behavior 10
9PM~
after Midnight
the most
Data Analysis . Online/Mobile Shopping behavior 11
20,000 KRW
average money spent
on each online purchase
Data Analysis . Online/Mobile Shopping behavior 12
Credit card/
Simple payment
method of payment
Credit card was the majority,
however simple payment was
also used a lot.
Data Analysis . Attitude toward Online Ads 13
Negative feeling
but high CTA
Data Analysis . Attitude toward Online Ads 14
Aware of being
targeted / the use
of Ad Block
Data Analysis . Attitude toward Online Ads 15
Usage of personal
information, area
of interest
Data Analysis . Attitude toward Online Ads 16
Negative feelings
5분 전에 검색했던 상품 광고가 유튜브에 나올 때
기분이 묘하고 무서웠음
내 정보를 이용하고 있다는 생각이 들어 불쾌했다.
내가 자주 가고 보던 상품들이 온라인 광고로 나타나서 솔직히 소
름돋는다.
쿠팡에서 사고싶은 것들 검색하고 페북에 들어갔는데 내가 검색
했던 제품들에 관한 추천 광고가 엄청 떠서 기분 나빴음 마치 사찰
당하고 있는 기분이 들었다.
Privacy Invasion _ Scared, uncomfortable
타겟팅 시스템이 효과적이지 못한 것 같음
굉장히 짜증이 났음
산 것도 또 사라고 날 따라다니면서 광고해
정말 쌩뚱맞은 것들도 있어서 짜증난다.
심지어 구글 애드셋팅에서 내가 싫어하는 항목에 추가했는데도 계속 나와서
매우 짜증났다.
ads that I havelost interest in continue to show up, and they become
bothersome
Irrelevant Ads _ irritated
Data Analysis . Attitude toward Online Ads 17
Positive feelings
Relevancy, Contents, fun/humorous
나를 대상으로 한 광고들은 내가 새로운 상품에 대한 정보를 얻을 수 있어서 좋은데
한편으론 내가 관심있어 하는 제품들을 중점적으로 추천해주는거니 언젠가 한번쯤은
나에게 추천해준 대상들 중에서 구매를 하지 않을까 싶기도 했다
재미있는 유튜브 광고들은 스킵하지 않고 본다.
유튜브 광고가 너무 재밌어서 평소 밥 먹듯 하던 광고 뛰어넘기 버튼 클릭하는 걸 잊
어버리고 광고를 끝까지 다 봐버린 것...
미샤 유병재 광고 (웃김)
짧고 재밌는
Habitual
Purchase
Habitual
Purchase
Habitual
Purchase
Data Analysis . Improvement Insights 18
Issue of
controllability
Privacy
Issue
Habitual
Purchase
More
impulsive
purchase
Transparent
security
Direct
control
Habitual
Purchase
Irrelevant
Users
can adjust
relevancy
Possible Persona 19
20-30s
?
habitual
Bedtime, 15+
Informative
& fun
Perceives ads as
Easily
affected by ads
Several times a day/week
wants control
For higher relevance
Not too
offended
By for personal info
being tracked down
Possible Models 20
Ads manager
1. Traditional widget
Similar UI with traditional widgets,
minimized interactions.
Appears on top of the social media platforms
2. Characterized
Similar to the ChatBot style.
Widget is personified/characterized,
providing different kinds of characters.
Adopt pet raising style game.
A lot of interaction going on.
3. Blockchain-based
Similar to the Bitclave model
No ads platform/serivce provider
between consumers and sellers.
Information is encrypted with blockchain
technology. Users get reward if
transaction is successfullymade.
Possible Models. Sketches 21
1. Traditional widget
Possible Models. Sketches 22
2. Characterized
Possible Models. Sketches 23
3. Blockchain-based
Further Research Plan. 24
Survey
In-depth
Interview
FGI Observation
Diary
Study
E.o.D
End of Document

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Team dna pitch 4

  • 1. TEAM DNA 2018.05.01 Project Research Deisgn
  • 2. Contents I. Concept Statement II. Research Design III. Data Analysis _ Survey IV. Possible persona V. Possible Models _ Ads manager VI. Further Research Plan
  • 3. Mechanisms and Social, Cognitive Influence of Digital Analytics and Algorithms Applied in Commercial Services Title of the study “ 02
  • 4. Study Description and Objective to understand the process and influence of data analytics and algorithm to deduce the most efficient tracking mechanism for a specific target base to suggest an improved approach 03
  • 5. Subject of the Study Single-person Households In their 20-30s 04
  • 6. Research Design . Methods 05 Survey In-depth Interview FGI Observation Diary Study
  • 7. Research Design . Methods 06 Online. Google form. n= 33. to understand general behavior/attitude From the survey. +/- users. n= 4-6. Deepen the understanding, Listening to both sides. Recruited independently. Heavy users. n= 4-6. Earn meaningful insight. Testing out possible models. Survey In-depth Interview FGI
  • 8. Data Analysis . Demographic 07
  • 9. Data Analysis . General behavior 08
  • 10. Data Analysis . Online/Mobile Shopping behavior 09 Integral to living Clothing, cosmetics, food, living staples
  • 11. Data Analysis . Online/Mobile Shopping behavior 10 9PM~ after Midnight the most
  • 12. Data Analysis . Online/Mobile Shopping behavior 11 20,000 KRW average money spent on each online purchase
  • 13. Data Analysis . Online/Mobile Shopping behavior 12 Credit card/ Simple payment method of payment Credit card was the majority, however simple payment was also used a lot.
  • 14. Data Analysis . Attitude toward Online Ads 13 Negative feeling but high CTA
  • 15. Data Analysis . Attitude toward Online Ads 14 Aware of being targeted / the use of Ad Block
  • 16. Data Analysis . Attitude toward Online Ads 15 Usage of personal information, area of interest
  • 17. Data Analysis . Attitude toward Online Ads 16 Negative feelings 5분 전에 검색했던 상품 광고가 유튜브에 나올 때 기분이 묘하고 무서웠음 내 정보를 이용하고 있다는 생각이 들어 불쾌했다. 내가 자주 가고 보던 상품들이 온라인 광고로 나타나서 솔직히 소 름돋는다. 쿠팡에서 사고싶은 것들 검색하고 페북에 들어갔는데 내가 검색 했던 제품들에 관한 추천 광고가 엄청 떠서 기분 나빴음 마치 사찰 당하고 있는 기분이 들었다. Privacy Invasion _ Scared, uncomfortable 타겟팅 시스템이 효과적이지 못한 것 같음 굉장히 짜증이 났음 산 것도 또 사라고 날 따라다니면서 광고해 정말 쌩뚱맞은 것들도 있어서 짜증난다. 심지어 구글 애드셋팅에서 내가 싫어하는 항목에 추가했는데도 계속 나와서 매우 짜증났다. ads that I havelost interest in continue to show up, and they become bothersome Irrelevant Ads _ irritated
  • 18. Data Analysis . Attitude toward Online Ads 17 Positive feelings Relevancy, Contents, fun/humorous 나를 대상으로 한 광고들은 내가 새로운 상품에 대한 정보를 얻을 수 있어서 좋은데 한편으론 내가 관심있어 하는 제품들을 중점적으로 추천해주는거니 언젠가 한번쯤은 나에게 추천해준 대상들 중에서 구매를 하지 않을까 싶기도 했다 재미있는 유튜브 광고들은 스킵하지 않고 본다. 유튜브 광고가 너무 재밌어서 평소 밥 먹듯 하던 광고 뛰어넘기 버튼 클릭하는 걸 잊 어버리고 광고를 끝까지 다 봐버린 것... 미샤 유병재 광고 (웃김) 짧고 재밌는
  • 19. Habitual Purchase Habitual Purchase Habitual Purchase Data Analysis . Improvement Insights 18 Issue of controllability Privacy Issue Habitual Purchase More impulsive purchase Transparent security Direct control Habitual Purchase Irrelevant Users can adjust relevancy
  • 20. Possible Persona 19 20-30s ? habitual Bedtime, 15+ Informative & fun Perceives ads as Easily affected by ads Several times a day/week wants control For higher relevance Not too offended By for personal info being tracked down
  • 21. Possible Models 20 Ads manager 1. Traditional widget Similar UI with traditional widgets, minimized interactions. Appears on top of the social media platforms 2. Characterized Similar to the ChatBot style. Widget is personified/characterized, providing different kinds of characters. Adopt pet raising style game. A lot of interaction going on. 3. Blockchain-based Similar to the Bitclave model No ads platform/serivce provider between consumers and sellers. Information is encrypted with blockchain technology. Users get reward if transaction is successfullymade.
  • 22. Possible Models. Sketches 21 1. Traditional widget
  • 23. Possible Models. Sketches 22 2. Characterized
  • 24. Possible Models. Sketches 23 3. Blockchain-based
  • 25. Further Research Plan. 24 Survey In-depth Interview FGI Observation Diary Study